TORONTO—The challenge facing BBDO and Proximity in creating the latest advertising campaign for Mitsubishi’s 2010 Outlander was to reach the brands core customers. It did that, says Proximity associate creative director Dave Stevenson, by mounting the company’s first Facebook focused vehicle launch.


“There is a core group of followers for Mitsubishi that know the rally history of the brand, which hasn’t hit the mainstream,” he says. “We decided to reach those fans by going all out into Facebook, allowing people to comment on the vehicle instead of going with the traditional microsite.”

The design’s fonts, Avant Garde, and colours, red and black, for the design are mainly set by the brand, says Stevenson, but they lucked out with photography because of the look of the vehicle. “The car looks sensational,” he says. “It is all about the beauty of the look.”

The “like” function in Facebook was added to the website allowing users to choose their favourite features on the car because Stevenson says it is about designing so users can add to the content. “We had to constantly think about the user during the design process,” he says. “We designed the layout to allow users to provide content.” Contact: Bbdo.ca